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    Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.

    About this paper

    Paper title Branding
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Normally available only to postgraduate and/or DipGrad students.
    Teaching staff

    Professor Rob Aitken

    Paper Structure
    This paper will cover the following themes:
    • Brand Management Strategy
    • Corporate Branding and Reputation
    • Brand Personality and Brand Trust
    • Positioning of Brands
    • Brand Image
    • Brand Extensions
    • Brand Performance Measures
    • Brand Equity
    • Consumer Behaviour and Brands
    • Brand Narratives and Consumer Connection Brands
    • Brand Community and Word of Mouth
    • Celebrity Endorsement
    • Brand Names and Logos
    • Brands and Emotion
    • Standardisation vs Adaptation of Brand Names
    • Cause-Related Marketing
    • Counterfeiting and Brand Devaluation
    • Reputation and Crisis Management
    • Product-Country Images
    • Country of Manufacture/Origin
    • Positioning a Country Brand
    • Destination Brands
    • Online Brands
    • "Cool" Brands
    • Retro-branding
    Teaching Arrangements

    One 2-hour lecture per week for 13 weeks.

    There is no required textbook for this paper.
    Course outline
    View the course outline for MART 468
    Graduate Attributes Emphasised
    Lifelong learning, Communication, Critical thinking, Information literacy, Research.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Upon successful completion of the paper, students will be able to:

    • Explore the theoretical underpinning of branding concepts
    • Examine methods for positioning and branding products or services in the marketplace
    • Critically evaluate branding theory and apply this knowledge to branding campaigns
    • Produce a brand audit by analysing an organisation's brand, its brand management and its marketing effectiveness


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Thursday 13:00-14:50 9-13, 15-16, 18-22
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